What future public relations?


The world is suddenly starting to look bleaker (-still). Markets and opportunities continue to contract, and even successful companies are reducing their costs.

If there is a spectrum of professions and roles that get reduced in numbers as costs are cut and hard decisions taken about investing in the ‘generation’ side of the corporate ledger (by which I mean business development, marketing, public relations, R&D, and similar) I’d say the cuts start first with general admin, then PR and marketing, then HR, then service delivery and finally sales.

We have to do a better job at shodding our own shoes (see the title of this blog). We are still regarded (incorrectly I might add) as a dispensable marketing adjunct instead of as essential business facilitators (justify the investment), as the promoters of products rather than the protectors of reputation and the nurturers of corporate character and culture (justify the investment).

I heard the phrase “what’s needed is a cool head and long-range plan” today from a journalist on radio, referring to Australia’s mining sector (facing its own new challenges).

Let’s start building, for ourselves, our clients and our employers, long-range public relations plans, that are clearly understood, properly funded, properly supported, and therefore independent of short-term cuts and constraints.

Let’s create a new future for public relations.

About alansmithoz

Head of Strategic Business Communications at Australian social analytics technology company Digivizer, with a background in corporate public relations and marketing. I do what I do because I believe communications can make a difference.
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